What Pushes Their Buttons? Women’s Favourite TV Genres

When women in Northern Ireland settle down on the sofa and switch on the TV, many will be tuning in to the latest goings on in Albert Square and Corrie. A large proportion – 58% – of all women in NI usually watch soaps compared to just 44% in Britain. Of these soaps, Coronation Street is most popular with NI ladies, being watched by a staggering 56%. The fact that only 35% of British women say they specially choose to watch Corrie indicates just how popular the soap is in NI. Similarly, EastEnders is watched by 50% of women in NI compared with just 37% in Britain.

Aside from soaps, NI ladies are also fond of shows like Come Dine With Me which is enjoyed by 40%, compared to just 30% in Britain. There are some shows, however, that are watched by similar proportions of women in both places, like Strictly Come Dancing – 35% (GB) Vs 38% (NI). This latest insight reveals that although women in both NI and Britain do have their similarities in TV viewing, they also have some stark contrasts which canny marketers would be shrewd to focus on.